FNB’s eBucks Rewards programme has received three major international loyalty awards as the South African platform marks 25 years of customer rewards innovation.
First National Bank (FNB) says its eBucks Rewards programme has earned three major accolades at the 2026 International Loyalty Awards held in Atlanta in the United States.
The programme was recognised as Best B2B Rewards Programme Worldwide, Best Global Loyalty Programme in Financial Services for the third consecutive year, and Best International Loyalty Programme of the Year in Africa.
The awards arrive as eBucks celebrates 25 years of operation and continued growth within South Africa’s banking and rewards landscape.
Established in 2010, the International Loyalty Awards are regarded as one of the world’s leading benchmarks for excellence and innovation in customer loyalty programmes.
FNB CEO Lytania Johnson said the awards reflect the bank’s ongoing commitment to delivering practical value to customers during financially challenging times.
“We have been deliberate in ensuring that we offer value-adding rewards that help people where and when they need it most,” she said.
Johnson added that eBucks continues to support customers by helping them stretch their spending across essentials including groceries, fuel, travel and lifestyle purchases.
Pieter Woodhatch said the programme’s continued international recognition highlights the strength and adaptability of the rewards ecosystem.
“As customers’ needs continue to evolve, we’ve remained focused on enhancing value, simplifying experiences, and rewarding positive financial behaviours,” he said.
Recent eBucks data also revealed a significant behavioural shift among customers.
According to FNB, for the first time in the programme’s history, the ratio of eBucks spent compared to eBucks earned exceeded 100% within its retail banking customer base, indicating that more customers are actively using rewards to support everyday expenses.
FNB says more than R25 billion in rewards has been paid out to South Africans since the programme’s launch, with the bank aiming to distribute over R2.7 billion in rewards during the current year.
The bank added that it plans to continue evolving the platform with new innovations aimed at strengthening customer value and financial wellbeing.
FNB and eBucks have received multiple international awards in recent years, including recognition for technology innovation, long-term loyalty performance and brand strength.
